Today I spent most of the morning unsubscribing from many apparel retailers’ newsletters. That’s it–I’m tired of deleting email after email full of completely useless information! I consider myself to be quite the loyal subscriber because I do care about new collections, new arrivals, and discounts; however, even I can’t stomach the constant stream of meaningless content. This is the #1 way a brand can screw up its newsletter.
But there are several reasons for a newsletter to flop:
1. Incessant daily emails
What do some companies do if their subscription rates are too low? Spam, spam, spam, in hopes of reaching more customers. After all, if customers are too busy to open an email today, then they’ll do it tomorrow, right? Wrong–customers are easily overwhelmed by the substantial quantity of emails, and will inevitably click “unsubscribe,” just like me.
2. Don’t assume what I like
If I bought a dress at your store, that doesn’t mean I’m interested in kitchen appliances or cosmetic products. Generally my interests will stay in apparel and accessories. So, please, send me a newsletter that targets my interests; don’t offer me cookware.
3. Mix it up a little!
Every time I open an email from T.J. Maxx I read, “Save on the newest gifts! Score designer sweaters for less! Epic gifts! Epic savings! Entertain in style, for so much less! Want bigger savings? Shop clearance!”
Now, I realize that T.J. Maxx is a popular discount store and that all the items found there cost less than those in department stores; but there’s no need to tell me about it in every email! It’s boring, and all it does is make me feel cheap. Talk to me about the quality of the products, not just the price.
4. Dull content
Every brand has a new collection each season, or even every month. And with each new collection I get an update. I don’t need an update–I want to know why these new clothes are must-haves for the season, and why I should immediately go out and buy them. Are they trendy? Versatile? Fashion-forward? I need advice and designer insight on new trends, but I don’t need the boring standard newsletter from every company. *Yawn.*
5. A vague subject line means I’m not interested
“Welcome to the Salon Online Concierge.” So said a recent email from my local hair salon. What’s an “online concierge?” In plain English, it’s a way to make your appointment online. Now, I like my salon, but this subject line is totally confusing. These days, people are busy, so it’s better to be short and to the point. Let’s leave the catchy pick-up lines and one-liners at the local watering hole.